Gartner Research

Rethinking Personalization for Maximum Impact

Published: 04 October 2018

ID: G00703690

Analyst(s): Marketing Research Team


Marketing leaders are heavily invested in scaling personalization. Rather than focusing on building one-to-one capabilities, our research exploring consumer perceptions of personalization suggests a different, more scalable approach to high-impact personalization.

Table Of Contents

A Long Road Ahead to Personalization at Scale

Striving for One-to-One

A Costly Complex Endeavor

In Search of Answers

Key Observations From our Consumer Panel Study on Personalization

Punished for Irrelevance

Risky Business

A Double Bind

2 Categories of Perceived Brand Intent

The Value of Help Me

The Amplifying Effect of “Prove You Know Me” Personalization

Restraint Needed When It Comes to Tailored Help




Recommended by the Authors

About This Research


©2022 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.